Marketing II
Translated summary of all the classes
Sandra Merks
Institute of Accounting and Administration,
University of Aveiro, 3810-193 Aveiro, Portugal
1
,Index
Aula 2: Marketing 5.0 .............................................................................................................................. 3
Aula 3: The evaluation of marketing ....................................................................................................... 4
Aula 4: Strategic Marketing ..................................................................................................................... 6
Aula 5: No class........................................................................................................................................ 7
Aula 6: Operational Marketing ................................................................................................................ 8
Aula 7: Marketing Mix Brand (Product) ................................................................................................ 10
Aula 8: Internet contribution on Product/Brand (Marketing mix) ........................................................ 13
Aula 9: Marketing mix Product (the importance of packaging) ............................................................ 13
Aula 10: No class.................................................................................................................................... 16
Aula 11: Workshop P&G ........................................................................................................................ 16
Aula 12: Marketing Mix Product (life cycle) .......................................................................................... 17
Aula 13: No class.................................................................................................................................... 20
Aula 14: Marketing Mix Price ................................................................................................................ 20
Aula 15 Marketing Mix Price ................................................................................................................. 21
Aula 16: Marketing Mix Price (Break-even) .......................................................................................... 26
Aula 17: Marketing Mix Promotion ....................................................................................................... 27
Aula 18: No Class ................................................................................................................................... 28
Aula 19 & 20: Marketing Mix Promotion .............................................................................................. 28
Aula 21: Marketing Mix Promotion ....................................................................................................... 30
Aula 22: No class.................................................................................................................................... 31
Aula 23: Marketing Mix Place................................................................................................................ 31
2
,Aula 2: Marketing 5.0
MARKETING: The activity, the set of institutions and processes to create, communicate,
deliver and exchange offers that have value for consumers, customers, partners and society.
Evaluation of marketing
Marketing 1.0: Product
Marketing 2.0: Customers
Marketing 3.0: Values
Marketing 4.0: Humanity
Marketing 5.0: Technology
Marketing 5.0 – Philip Kotler (Growth, ROI and ‘next tech’)
Marketing 5.0, by definition, is the application of human-mimicking technologies to create,
communicate, deliver and enhance value across the customer journey. A sustainable society
supported by smart technologies.
With marketers facing a trio of challenges in the form of a generation gap, imbalanced
wealth distribution and digital divide, the aim of Marketing 5.0 remains the same: ‘To create
a new customer experience (CX) that is frictionless and compelling.
Predictive marketing: Allow businesses to envision how the market will respond and
proactively influence it.
Contextual marketing: Includes profiling and personal interaction driven by tech. As such, ‘It
is the backbone that allows marketers to perform one-to-one marketing in real-time,
depending on the customer context.
Augmented marketing: improves productivity of marketers. Think chatbots and virtual
assistants. The result here is speed combined with the ‘convenience of digital interface with
the warmth and empathy of people centric touchpoints.
3
, Aula 3: The evaluation of marketing
1900- 1992- 2001-
Stages 1929
1930-1939 1950-1973 1974-1991
2000 2009
2010-2016 2017-2020 2021…
Sustainable
From the
From From the Society
Wall Post-war and Golf War Marketing
Historical The great energy internet Digital (supported
Street European to the driven
period depression crisis to to the Economy by
crisis Reconstruction NASDAQ by values
Golf crisis future technologies)
crisis
Market
orientation
Market Integrated Marketing Gold Marketing Marketing
Product Sales orientation Marketing 4.0
view Marketing Excellence Marketing 3.0 5.0
(1st phase of
marketing)
Marketing
Evaluation Plan Sensory and Technology
Reactive Strategic Digital
of the Cost Sales Marketing Mix from experiential and
Marketing Planning Marketing
marketing planning planning Planning strategy and Human
Planning Marketing Planning
into experiential Intelligence
plan
action
To The companies
produce Buyers have continue to
Combination
the best It is not autonomy in focus on the
It is not of
product, enough to To know the I need to It is not the process human being
enough to technology
at the produce market, so know each enough to of creation of and assume a
satisfy the and the
lowest you have that that the type of loyalty, products and personality for
customer, human
cost, in to sell, products customer you have companies. their brand.
we need factor to
order to pressuring meet the according to Humanisation Technology
to delight attract and
that it the needs of to their provide of brands in assumes a
and build win
will sell customer consumers preferences an offer its most central role in
loyalty customer
and to buy advanced the
loyalty.
make a stage. transformations
profit
Evaluation of 4P’s to 4E’s
Product → Experience
Touchpoints, Customer Journey, Experience
- The product is no longer primordial and has given way to what we call experience
marketing.
- Currently, what is valued is the user experience, which depends from person to person.
- Digital marketing doesn't just sell products anymore, it sells user experiences. A unique
experience is irreplaceable, a product is not.
Place → Every Place
New media, new approaches, new communication and management models.
- Physical shops still have their role, but technology has changed everything.
- Before buying in a physical shop, we do research on the internet. How many times have
we found something that has made us change our purchasing criteria?
- Distribution is no longer just a single point of sale, but any place where we have access to
the Internet, available 24 hours a day.
- So there is no longer a specific time or place to buy.
4
Translated summary of all the classes
Sandra Merks
Institute of Accounting and Administration,
University of Aveiro, 3810-193 Aveiro, Portugal
1
,Index
Aula 2: Marketing 5.0 .............................................................................................................................. 3
Aula 3: The evaluation of marketing ....................................................................................................... 4
Aula 4: Strategic Marketing ..................................................................................................................... 6
Aula 5: No class........................................................................................................................................ 7
Aula 6: Operational Marketing ................................................................................................................ 8
Aula 7: Marketing Mix Brand (Product) ................................................................................................ 10
Aula 8: Internet contribution on Product/Brand (Marketing mix) ........................................................ 13
Aula 9: Marketing mix Product (the importance of packaging) ............................................................ 13
Aula 10: No class.................................................................................................................................... 16
Aula 11: Workshop P&G ........................................................................................................................ 16
Aula 12: Marketing Mix Product (life cycle) .......................................................................................... 17
Aula 13: No class.................................................................................................................................... 20
Aula 14: Marketing Mix Price ................................................................................................................ 20
Aula 15 Marketing Mix Price ................................................................................................................. 21
Aula 16: Marketing Mix Price (Break-even) .......................................................................................... 26
Aula 17: Marketing Mix Promotion ....................................................................................................... 27
Aula 18: No Class ................................................................................................................................... 28
Aula 19 & 20: Marketing Mix Promotion .............................................................................................. 28
Aula 21: Marketing Mix Promotion ....................................................................................................... 30
Aula 22: No class.................................................................................................................................... 31
Aula 23: Marketing Mix Place................................................................................................................ 31
2
,Aula 2: Marketing 5.0
MARKETING: The activity, the set of institutions and processes to create, communicate,
deliver and exchange offers that have value for consumers, customers, partners and society.
Evaluation of marketing
Marketing 1.0: Product
Marketing 2.0: Customers
Marketing 3.0: Values
Marketing 4.0: Humanity
Marketing 5.0: Technology
Marketing 5.0 – Philip Kotler (Growth, ROI and ‘next tech’)
Marketing 5.0, by definition, is the application of human-mimicking technologies to create,
communicate, deliver and enhance value across the customer journey. A sustainable society
supported by smart technologies.
With marketers facing a trio of challenges in the form of a generation gap, imbalanced
wealth distribution and digital divide, the aim of Marketing 5.0 remains the same: ‘To create
a new customer experience (CX) that is frictionless and compelling.
Predictive marketing: Allow businesses to envision how the market will respond and
proactively influence it.
Contextual marketing: Includes profiling and personal interaction driven by tech. As such, ‘It
is the backbone that allows marketers to perform one-to-one marketing in real-time,
depending on the customer context.
Augmented marketing: improves productivity of marketers. Think chatbots and virtual
assistants. The result here is speed combined with the ‘convenience of digital interface with
the warmth and empathy of people centric touchpoints.
3
, Aula 3: The evaluation of marketing
1900- 1992- 2001-
Stages 1929
1930-1939 1950-1973 1974-1991
2000 2009
2010-2016 2017-2020 2021…
Sustainable
From the
From From the Society
Wall Post-war and Golf War Marketing
Historical The great energy internet Digital (supported
Street European to the driven
period depression crisis to to the Economy by
crisis Reconstruction NASDAQ by values
Golf crisis future technologies)
crisis
Market
orientation
Market Integrated Marketing Gold Marketing Marketing
Product Sales orientation Marketing 4.0
view Marketing Excellence Marketing 3.0 5.0
(1st phase of
marketing)
Marketing
Evaluation Plan Sensory and Technology
Reactive Strategic Digital
of the Cost Sales Marketing Mix from experiential and
Marketing Planning Marketing
marketing planning planning Planning strategy and Human
Planning Marketing Planning
into experiential Intelligence
plan
action
To The companies
produce Buyers have continue to
Combination
the best It is not autonomy in focus on the
It is not of
product, enough to To know the I need to It is not the process human being
enough to technology
at the produce market, so know each enough to of creation of and assume a
satisfy the and the
lowest you have that that the type of loyalty, products and personality for
customer, human
cost, in to sell, products customer you have companies. their brand.
we need factor to
order to pressuring meet the according to Humanisation Technology
to delight attract and
that it the needs of to their provide of brands in assumes a
and build win
will sell customer consumers preferences an offer its most central role in
loyalty customer
and to buy advanced the
loyalty.
make a stage. transformations
profit
Evaluation of 4P’s to 4E’s
Product → Experience
Touchpoints, Customer Journey, Experience
- The product is no longer primordial and has given way to what we call experience
marketing.
- Currently, what is valued is the user experience, which depends from person to person.
- Digital marketing doesn't just sell products anymore, it sells user experiences. A unique
experience is irreplaceable, a product is not.
Place → Every Place
New media, new approaches, new communication and management models.
- Physical shops still have their role, but technology has changed everything.
- Before buying in a physical shop, we do research on the internet. How many times have
we found something that has made us change our purchasing criteria?
- Distribution is no longer just a single point of sale, but any place where we have access to
the Internet, available 24 hours a day.
- So there is no longer a specific time or place to buy.
4
